Core Performance Indicators

The following pages include all core performance indicators currently utilized by the Marketing Education Resource Center for a variety of products and services including LAPs, Student Performance Records, and Training Plans. These performance indicators are specific learning outcomes that define the broad-based content standards for Marketing Education identified in the National Curriculum Planning Guide 2000.

Related performance indicators are grouped together and identified by a label known as Major Topics. Within instructional areas, the Major Topics are sequenced in their recommended order of instruction. Within Major Topics, performance indicators are also sequenced in their recommended order of instruction. Instructional areas, however, are not sequenced.

Several codes are indicated after each performance indicator. The first of the codes contains a two-letter abbreviation for the instructional area in which the statement appears and a three-digit number (e.g., EC:001). This code is the statement's performance indicator number and is referenced in tests and instructional materials and is used to access information about the performance indicator in MarkED's databases. If instructional modules, known as Learning Activity Packages (LAPs), are available to support a performance indicator, their code is then referenced with the instructional area's two-letter abbreviation and a number (e.g., EC LAP 3). This code relates to publication sequence, not to instructional sequence. The last two-letter code identifies the curriculum-planning level to which the performance indicator has been assigned (e.g., CS). There are five curriculum-planning levels: Prerequisite (PQ), Career-Sustaining (CS), Specialist (SP), Supervisor (SU), and Manager/Entrepreneur (M/E).

The curriculum-planning levels represent a continuum of instruction from simple to complex. They can serve as building blocks for curriculum development in that students should know and be able to perform the performance indicators at one level before tackling more complex skills and knowledge at the next level. The levels can also be used to assist in developing an unduplicated sequence of instruction for articulation between high school and postsecondary marketing courses.


Copyright © 2000, by Marketing Education Resource Center
Columbus, OH
(9/00)



Instructional Areas (MarkED)

BA Business Administration
CO Communications
DS Distribution
EC Economics
FI Financing
IM Marketing-Information Management
IS Interpersonal Skills
MN Management
PD Professional Development
PI Pricing
PM Product/Service Management
PR Promotion
SE Selling

 

 ECONOMICS

Topic

 Basic Concepts

Performance
Indicators

 Distinguish between economic goods and services (EC:002, EC LAP 10) (CS)
Explain the concept of economic resources (EC:003, EC LAP 14) (CS)
Describe the nature of economics and economic activities (EC:001, EC LAP 6)(CS)
Determine forms of economic utility created by marketing activities (EC:004,EC LAP 13) (CS)
Explain the principles of supply and demand (EC:005, EC LAP 11) (CS)
Describe the concept of price (EC:006, EC LAP 12) (CS)

 

Topic

 Economic Systems

Performance
Indicators

 Explain the types of economic systems (EC:007, EC LAP 17) (CS)
Determine the relationship between government and business (EC:008, EC LAP 16) (CS)
Explain the concept of private enterprise (EC:009, EC LAP 15) (CS)

Identify factors affecting a business's profit (EC:010, EC LAP 2) (CS)
Determine factors affecting business risk (EC:011, EC LAP 3) (CS)
Explain the concept of competition (EC:012, EC LAP 8) (CS)

 

Topic

Cost-Profit Relationships

Performance
Indicators

 Explain the concept of productivity (EC:013, EC LAP 18) (CS)

Analyze the impact of specialization/division of labor on productivity (EC:014, EC LAP 7) (SP)
Explain the concept of organized labor and business (EC:015, EC LAP 5) (SP)

Explain the law of diminishing returns (EC:023) (SP)

 

Topic

Economic Indicators/Trends

Performance
Indicators

 Explain measures used to analyze economic conditions (EC:043) (SP)
Explain the role of the Consumer Price Index in business (EC:044) (SP)
Explain the concept of Gross Domestic Product (EC:017, EC LAP 1) (SP)
Determine the impact of business cycles on business activities (EC:018, EC LAP 9) (SP)
Describe the nature of current economic problems (EC:038) (SP)

 

Topic

International Concepts

Performance
Indicators

 Explain the nature of international trade (EC:016, EC LAP 4) (SP)
Identify the impact of cultural and social environments on world trade (EC:045) (SP)
Evaluate influences on a nation's ability to trade (EC:042) (M/E)

 

COMMUNICATION AND INTERPERSONAL SKILLS

Topic

Fundamentals of Communication

Performance
Indicators

 Explain the nature of effective communications (CO:015) (PQ)

Apply effective listening skills (CO:017) (PQ)
Use proper grammar and vocabulary (CO:004) (PQ)

Reinforce service orientation through communication (CO:018) (CS)

Explain the nature of effective verbal communications (CO:147) (PQ)

Address people properly (CO:005) (PQ)
Handle telephone calls in a businesslike manner (CO:114) (CS)
Persuade others (CO:024) (SP)
Make oral presentations (CO:025) (SP)

Explain the nature of written communications (CO:016) (CS)

Write business letters (CO:133) (CS)

Write informational messages (CO:039) (CS)
Write inquiries (CO:040) (CS)
Write persuasive messages (CO:031) (SP)

Prepare simple written reports (CO:094) (SP)
Prepare complex written reports (CO:009) (M/E)

Use communications technologies/systems (e.g., e-mail, faxes, voice mail, cell phones, etc.) (CO:041) (CS)

 

Topic

Staff Communications

Performance
Indicators

 Follow directions (CO:119) (PQ)
Explain the nature of staff communication (CO:014) (CS)

Explain the use of interdepartmental/company communications (CO:011) (CS)

Give directions for completing job tasks (CO:139) (SU)
Conduct staff meetings (CO:140) (SU)

 

Topic

Ethics in Communication

Performance
Indicators

 Respect the privacy of others (CO:042) (PQ)
Describe ethical considerations in providing information (CO:043) (SP)



Topic

Group Working Relationships

Performance
Indicators

 Treat others fairly at work (IS:001, HR LAP 24) (PQ)

Develop cultural sensitivity (IS:002) (CS)

Foster positive working relationships (IS:003, HR LAPs 1,9) (CS)
Participate as a team member (IS:004) (CS)

 

Topic

Customer Relationships

Performance
Indicators

 Explain the nature of positive customer/client relations (IS:005) (CS)

Demonstrate a customer-service mindset (IS:006, HR LAP 32) (CS)
Handle customer inquiries (IS:007) (CS)

Explain management's role in customer relations (IS:008) (M/E)

 

Topic

Dealing with Conflict

Performance
Indicators

 Show empathy for others (IS:009, HR LAP 17) (PQ)
Use appropriate assertiveness (IS:010, HR LAP 16) (PQ)
Demonstrate problem-solving skills (IS:011) (PQ)

Demonstrate negotiation skills (IS:012) (SP)

Handle difficult customers (IS:013, HR LAP 21) (CS)
Interpret business policies to customers/clients (IS:014, HR LAP 25) (CS)
Handle customer/client complaints (IS:015, HR LAP 23) (CS)
Handle situations when the customer is at fault (IS:016) (CS)
Explain the nature of organizational change (IS:017) (SP)
Describe the nature of organizational conflict (IS:018) (SP)
Explain the nature of stress management (IS:019) (SP)

 

PROFESSIONAL DEVELOPMENT

Topic

Self-Understanding

Performance
Indicators

 Identify desirable personality traits important to business (PD:001, HR LAP 10) (PQ)

Maintain appropriate personal appearance (PD:002, HR LAP 13) (PQ)
Maintain positive attitude (PD:003, HR LAP 11) (PQ)

Demonstrate interest and enthusiasm (PD:004, HR LAP 20) (PQ)

Demonstrate responsible behavior (PD:005, HR LAP 5) (PQ)

Demonstrate honesty and integrity (PD:006, HR LAP 19) (PQ)

Recognize personal biases and stereotypes (PD:007) (PQ)

Demonstrate ethical work habits (PD:008, HR LAP 33) (PQ)
Demonstrate orderly and systematic behavior (PD:009, HR LAP 4) (PQ)
Demonstrate initiative (PD:010, HR LAP 14) (PQ)
Demonstrate self-control (PD:011, HR LAP 18) (PQ)

Demonstrate appropriate creativity (PD:012, PD LAP 2) (SP)

 

Topic

Self-Development

Performance
Indicators

 Assess personal interests and skills needed for success in business (PD:013, HR LAP 2)(PQ)

Explain the concept of self-esteem (PD:014, HR LAP 12) (PQ)

Use feedback for personal growth (PD:015, HR LAP 3) (PQ)
Adjust to change (PD:016, HR LAP 8) (PQ)
Make decisions (PD:017) (CS)
Set personal goals (PD:018, HR LAP 6) (CS)

Use time-management principles (PD:019, PD LAP 1) (SP)

 

Topic

Career Planning

Performance
Indicators

 Analyze employer expectations in the business environment (PD:020) (PQ)
Explain the rights of workers (PD:021) (PQ)
Identify sources of career information (PD:022) (CS)
Identify tentative occupational interest (PD:023) (CS)
Explain employment opportunities in business (PD:025) (CS)
Explain employment opportunities in marketing (PD:024, CD LAP 2) (CS)

 

Topic

Job-Seeking Skills

Performance
Indicators

 Utilize job-search strategies (PD:026) (PQ)
Complete a job application (PD:027) (PQ)
Interview for a job (PD:028) (PQ)
Write a follow-up letter after job interviews (PD:029) (CS)
Write a letter of application (PD:030) (CS)
Prepare a résumé (PD:031) (CS)

 

Topic

Continuing Development

Performance
Indicators

 Describe techniques for obtaining work experience (e.g., volunteer activities, internships) (PD:032) (PQ)
Explain the need for ongoing education as a worker (PD:033) (PQ)
Explain possible advancement patterns for jobs (PD:034) (PQ)
Identify skills needed to enhance career progression (PD:035) (SP)
Utilize resources that can contribute to professional development (e.g., trade journals/periodicals, professional/trade associations, classes/seminars, trade
shows, and mentors) (PD:036, CD LAP 1) (SP)
Use networking techniques for professional growth (PD:037) (SP)

 

BUSINESS, MANAGEMENT, AND ENTREPRENEURSHIP

Topic

Business Fundamentals

Performance
Indicators

 Explain the role of business in society (BA:001, MB LAP 6) (CS)
Describe types of business activities (BA:002, MB LAP 10) (CS)

Explain marketing and its importance in a global economy (BA:003,MB LAP 1) (CS)

Describe marketing functions and related activities (BA:004, MB LAP 2) (CS)

Explain the nature and scope of purchasing (BA:005) (CS)

Explain company buying/purchasing policies (BA:006) (SP)
Explain the nature of the buying process (BA:007) (SP)
Explain the nature of buyer reputation/vendor relationships (BA:008) (SP)
Conduct vendor search (BA:009) (SP)
Choose vendors (BA:010) (M/E)
Negotiate contracts with vendors (BA:011) (M/E)
Review performance of vendors (BA:012) (M/E)

Explain the concept of production (BA:013, BA LAP 1) (CS)
Explain the concept of accounting (BA:014, MB LAP 9) (CS)

Calculate net sales (BA:015) (SP)
Describe the nature of cash flow statements (BA:016, MN LAP 60) (SP)

Prepare cash flow statements (BA:017) (M/E)

Explain the nature of balance sheets (BA:018) (SP)

Prepare balance sheets (BA:019) (M/E)

Explain the nature of profit-and-loss statements (BA:020, MN LAP 61) (SP)

Prepare profit-and-loss statements (BA:021) (M/E)

Explain the concept of management (BA:022, MB LAP 8) (CS)

Describe the nature of business records (BA:023, MN LAP 58) (SP)
Describe the nature of budgets (BA:024, MN LAP 59) (SP)
Describe crucial elements of a quality culture (BA:025) (SP)
Describe the role of management in the achievement of quality (BA:026) (M/E)
Explain the nature of managerial ethics (BA:027) (M/E)

Explain types of business ownership (BA:028, MB LAP 7) (CS)
Describe current business trends (BA:029) (SP)

 

Topic

Technological Tools

Performance
Indicators

 Identify ways that technology impacts business (BA:030) (CS)

Demonstrate basic word-processing skills (BA:031) (CS)
Demonstrate basic presentation software skills (BA:032) (CS)
Demonstrate basic database skills (BA:033) (CS)
Demonstrate basic spreadsheet skills (BA:034) (CS)
Demonstrate basic search skills on the Web (BA:035) (CS)

 

Topic

Business Risks

Performance
Indicators

 Explain types of business risk (BA:036) (CS)

Identify speculative business risks (BA:037) (M/E)

Describe the concept of insurance (BA:038) (CS)

Obtain insurance coverage (BA:039) (M/E)
Settle insurance losses (BA:040) (M/E)

Explain routine security precautions (BA:041, RM LAP 4) (CS)

Develop strategies to protect digital data (BA:042) (M/E)
Establish policies/procedures for preventing internal theft (BA:043) (M/E)
Develop policies and procedures for preventing vendor theft (BA:044) (M/E)
Develop procedures for preventing burglary (BA:045) (M/E)

Follow safety precautions (BA:046, RM LAP 2) (CS)

Explain procedures for handling accidents (BA:047, RM LAP 3) (CS)
Explain procedures for dealing with workplace threats (BA:048) (CS)
Correct hazardous conditions (BA:049) (M/E)
Establish fire-prevention program (BA:050) (M/E)
Establish safety policies and procedures (BA:051) (M/E)

Explain the nature of risk management (BA:052, RM LAP 1) (M/E)

 

Topic

Business Regulation

Performance
Indicators

 Describe legal issues affecting businesses (BA:053) (SP)

Describe the nature of legally binding contracts (BA:054) (SP)
Explain the nature of personnel regulations (BA:055) (SU)
Explain the nature of workplace regulations (including OSHA, ADA) (BA:056) (SU)
Explain the nature of trade regulations (BA:057) (M/E)
Explain the nature of environmental regulations (BA:058) (M/E)
Explain the nature of tax regulations on business (BA:059) (M/E)
Explain the nature of businesses' reporting requirements (BA:060) (M/E)

 

Topic

Organizing

Performance Indicators

 Develop project plan (MN:153) (SP)
Describe ethics in personnel issues (MN:154) (SU)
Plan and organize the work efforts of others (MN:723) (SU)

Schedule employees (MN:044) (SU)

Delegate responsibility for job tasks (MN:119) (SU)
Establish standards for job performance (MN:122) (SU)
Develop a personnel organizational plan (MN:042) (M/E)

Develop job descriptions (MN:043) (M/E)

Establish personnel policies (MN:039) (M/E)
Explain the nature of wage and benefit programs (MN:027) (M/E)

Develop compensation plan (MN:123) (M/E)

 

Topic

Staffing

Performance Indicators

 Determine hiring needs (MN:734) (SU)
Recruit new employees (MN:017) (SU)
Select new employees (MN:018) (SU)
Conduct exit interviews (MN:133) (SU)
Dismiss/fire employees (MN:134) (SU)
Maintain personnel records (MN:033) (M/E)

 

Topic

Leading

Performance
Indicators

 Orient new employees (MN:078) (CS)

Orient new employees (management's role) (MN:691, MN LAP 44) (SU)
Explain the role of training and human resource development (MN:019, MN LAP 42) (SU)

Explain the nature of management/supervisory training (MN:024, MN LAP 50) (SU)
Conduct training class/program (MN:020) (SU)

Explain the nature of leadership in organizations (MN:030, MN LAP 41) (SU)

Explain ways to build employee morale (MN:025, MN LAP 40) (SU)
Explain the concept of staff motivation (MN:029, MN LAP 47) (SU)

Explain the relationship between communication and employee motivation (MN:031, MN LAP 54) (SU)
Explain the concept of employee participation in decision making (MN:041) (SU)

Provide feedback about work efforts (MN:130) (SU)
Encourage team building (MN:132) (SU)
Handle employee complaints and grievances (MN:034, MN LAP 45) (SU)
Ensure equitable opportunities for employees (MN:084, MN LAP 55) (SU)
Assess employee morale (MN:155) (SU)

Assess employee performance (MN:021) (SU)

Explain the nature of remedial action (MN:047, MN LAP 53) (SU)

 

Topic

Controlling

Performance Indicators

 Explain the nature of overhead/operating costs (MN:081) (SP)

Explain employee's role in expense control (MN:016, MN LAP 56) (SP)

Control use of supplies (MN:156) (SU)

Describe the nature of managerial control (control process, types of control, what is controlled) (MN:135) (SP)

Identify routine activities for maintaining business facilities and equipment (MN:157) (SP)

Plan maintenance program (MN:158) (M/E)

Negotiate service and maintenance contracts (MN:159) (M/E)
Negotiate lease or purchase of facility (MN:160) (M/E)

Explain the nature of operating budgets (MN:083) (SU)

Develop company's budget (MN:653) (M/E)
Use budgets to control operations (MN:063) (M/E)

Develop expense-control plans (MN:059) (M/E)
Analyze cash-flow patterns (MN:099) (M/E)

 

Topic

Controlling

Performance Indicators

 Calculate financial ratios (MN:161) (M/E)
Interpret financial statements (MN:162) (M/E)
Analyze operating results in relation to budget/industry (MN:069) (M/E)
Prepare financial statements for audit (MN:163) (M/E)

 

Topic

Planning

Performance
Indicators

 Explain the nature of business plans (MN:101) (M/E)

Determine technical assistance needed by business owners (MN:087) (M/E)
Develop company objectives (for a strategic business unit) (MN:074) (M/E)
Develop strategies to achieve company goals/objectives (MN:100) (M/E)
Explain external planning considerations (MN:035, MN LAP 43) (M/E)
Identify assumptions for creating projected cash flow statements (MN:164) (M/E)
Identify assumptions for creating projected profit-and-loss statements (for a new business) (MN:165) (M/E)

Develop business plan (MN:102) (M/E)

 

DISTRIBUTION

Topic

Nature and Scope

Performance
Indicators

 Explain the nature and scope of distribution (DS:001, DS LAP 1) (CS)
Explain the nature of channels of distribution (DS:055, MB LAP 3) (CS)
Describe the use of technology in the distribution function (DS:054) (CS)
Explain legal considerations in distribution (DS:058) (SP)
Describe ethical considerations in distribution (DS:059) (SP)

 

Topic

Order Fulfillment

Performance
Indicators

 Explain the relationship between customer service and distribution (DS:029) (CS)
Prepare invoices (DS:030) (CS)
Use an information system for order fulfillment (DS:056) (CS)

 

Topic

Warehousing/Stock Handling

Performance
Indicators

 Explain the receiving process (DS:004, DS LAP 5) (CS)
Explain shipping processes (DS:057) (CS)
Explain storing considerations (DS:013) (CS)
Explain the nature of warehousing (DS:032) (CS)

 

Topic

Management of Distribution

Performance
Indicators

 Coordinate distribution with other marketing activities (DS:048) (SP)
Explain the nature of channel-member relationships (DS:049) (SP)
Explain the nature of channel strategies (DS:028) (M/E)
Select channels of distribution (DS:050) (M/E)
Evaluate channel members (DS:051) (M/E)

 

FINANCING

Topic

Nature and Scope

Performance
Indicators

 Explain the nature and scope of financing (FI:001) (CS)
Describe the use of technology in the financing function (FI:038) (SP)
Analyze critical banking relationships (FI:039) (M/E)

 

Topic

Extending Credit

Performance
Indicators

 Explain the purposes and importance of credit (FI:002, FI LAP 2) (CS)

Make critical decisions regarding acceptance of bank cards (FI:040) (M/E)

 

Topic

Obtaining Business Credit

Performance
Indicators

 Explain the purpose and importance of obtaining credit (business) (FI:023) (M/E)
Identify risks associated with obtaining business credit (FI:041) (M/E)
Describe sources of financing for businesses (FI:031) (M/E)
Explain loan evaluation criteria used by lending institutions (FI:034) (M/E)
Determine financing needed for business operations (FI:043) (M/E)

Determine financing needed to start a business (FI:036) (M/E)

Complete loan application package (FI:033) (M/E)

 
 

MARKETING-INFORMATION MANAGEMENT

Topic

Nature and Scope

Performance
Indicators

 Describe the need for marketing information (IM:012) (CS)

Assess marketing-information needs (IM:182) (M/E)

Explain the nature and scope of the marketing-information management function (IM:001, IM LAP 2) (SP)

Develop marketing-information management system (IM:163) (M/E)

Explain the role of ethics in marketing-information management (IM:025) (SP)
Describe the use of technology in the marketing-information management function (IM:183) (SP)

 

Topic

Information Gathering

Performance Indicators

 Identify information monitored for marketing decision making (IM:184) (SP)

Describe sources of secondary data (IM:011) (SP)

Search the Internet for marketing information (IM:185) (SP)
Monitor internal records for marketing information (IM:186) (SP)
Collect marketing information from others (e.g., customers, staff, vendors) (IM:187) (SP)
Conduct an environmental scan to obtain marketing information (IM:188) (SP)

Explain the nature of marketing research in a marketing-information management system (IM:010, IM LAP 5) (SP)

 

Topic

Information Processing

Performance
Indicators

 Describe techniques for processing marketing information (IM:062) (SP)

Explain the use of databases in organizing marketing data (IM:063) (SP)

Design a database for retrieval of information (IM:189) (SP)
Use database for information analysis (IM:190) (SP)

Interpret descriptive statistics for marketing decision making (IM:191) (SP)

 

Topic

Information Reporting

Performance Indicators

 Write marketing reports (IM:192) (SP)
Present report findings and recommendations (IM:193) (SP)

 

Topic

Marketing Planning

Performance Indicators

 Explain the concept of marketing strategies (IM:194, MB LAP 4) (CS)

Identify considerations in implementing international marketing strategies (IM:195) (M/E)

Explain the concept of market and market identification (IM:196, MB LAP 5) (CS)

Select target market (IM:160) (M/E)

Explain the nature of marketing plans (IM:197) (SP)

Explain the role of situational analysis in the marketing-planning process (IM:140) (SP)

Conduct SWOT analysis for use in marketing planning process (IM:141) (M/E)

Explain the nature of sales forecasts (IM:003, IM LAP 3) (SP)

Forecast sales (IM:009, IM LAP 4) (M/E)

Develop marketing plan (IM:198) (M/E)

Describe measures used to control marketing planning (IM:145) (M/E)

Evaluate performance of marketing plan (IM:199) (M/E)
Conduct marketing audits (IM:162) (M/E)

 

PRICING

Topic

Nature and Scope

Performance
Indicators

 Explain the nature and scope of the pricing function (PI:001, PI LAP 2) (SP)
Describe the role of business ethics in pricing (PI:015) (SP)
Explain the use of technology in the pricing function (PI:016) (SP)
Explain legal considerations for pricing (PI:017) (SP)

 

Topic

Determining Prices

Performance Indicators

 Explain factors affecting pricing decisions (PI:002, PI LAP 3) (SP)

Select approach for setting a base price (cost, demand, competition) (PI:018) (M/E)

Determine cost of product (breakeven, ROI, markup) (PI:019) (M/E)
Calculate break-even point (PI:006, PI LAP 4) (M/E)

Identify strategies for pricing new products (for imitative new products, for   innovative new products) (PI:020) (M/E)
Select product-mix pricing strategies (product line, option-product, captive-product, by-product, product bundle) (PI:021) (M/E)
Determine discounts and allowances that can be used to adjust base prices (PI:022, PU LAP 3) (M/E)
Use psychological pricing to adjust base prices (PI:005, PI LAP 1) (M/E)
Select promotional pricing strategies used to adjust base prices (PI:023) (M/E)
Determine geographic pricing strategies to adjust base prices (PI:024) (M/E)
Identify segmented pricing strategies that can be used to adjust base prices (PI:025) (M/E)

Set prices (PI:007) (M/E)
Adjust prices to maximize profitability (PI:008) (M/E)

.

PRODUCT/SERVICE MANAGEMENT

Topic

Nature and Scope

Performance Indicators

 Explain the nature and scope of the product/service management function (PM:001, PP LAP 5) (SP)
Identify the impact of product life cycles on marketing decisions (PM:024) (SP)
Describe the use of technology in the product/service management function (PM:039) (SP)
Explain business ethics in product/service management (PM:040) (SP)

Topic

Quality Assurances

Performance Indicators

 Describe the uses of grades and standards in marketing (PM:019, PM LAP 8) (CS)
Explain warranties and guarantees (PM:020, PP LAP 4) (CS)
Identify consumer protection provisions of appropriate agencies (PM:017, PP LAP 7) (SP)

 

Topic

Product Mix

Performance
Indicators

 Explain the concept of product mix (PM:003, PP LAP 3) (SP)
Describe the nature of product bundling (PM:041) (SP)
Plan product mix (PM:006) (M/E)
Determine services to provide customers (PM:036) (M/E)

 

Topic

Positioning

Performance Indicators

 Describe factors used by marketers to position products/businesses (PM:042) (SP)
Explain the nature of branding (PM:021, PP LAP 6) (SP)
Explain the role of customer service in positioning/image (PM:013, PP LAP 1) (M/E)
Develop strategies to position product/business (PM:043) (M/E)

 

PROMOTION

Topic

Nature and Scope

Performance Indicators

 Explain the communication process used in promotion (PR:084) (CS)
Explain the role of promotion as a marketing function (PR:001, PR LAP 2) (CS)
Explain the types of promotion (PR:002, PR LAP 4) (CS)
Identify the elements of the promotional mix (PR:003, PR LAP 1) (SP)
Describe the use of business ethics in promotion (PR:099) (SP)
Describe the use of technology in the promotion function (PR:100) (SP)
Describe the regulation of promotion (PR:101) (SP)

 

Topic

Advertising

Performance
Indicators

 Explain the types of advertising media (PR:007, PR LAP 3) (SP)
Explain components of advertisements (PR:014, PR LAP 7) (SP)

Write promotional messages that appeal to targeted markets (PR:016, PR LAP 9) (SP)

Explain the nature of direct advertising strategies (PR:089) (SP)

Describe considerations in using databases in advertising (PR:091) (SP)

Create web site (PR:102) (SP)

Develop web site design/components (PR:103) (M/E)

Calculate media costs (PR:009, PR LAP 6) (SP)
Select advertising media (PR:010, PR LAP 5) (M/E)

Buy advertisements (PR:104) (M/E)

Evaluate effectiveness of advertising (PR:013) (M/E)

 

Topic

Publicity/Public Relations

Performance
 Indicators

 Write a news release (PR:057, PR LAP 10) (SP)
Obtain publicity (PR:055, PR LAP 8) (M/E)
Analyze costs/benefits of company participation in community activities (PR:056) (M/E)
Develop a public relations plan (PR:088) (M/E)

 

Topic

Sales Promotion

Performance
 Indicators

 Design frequency marketing program (PR:105) (M/E)
Analyze use of specialty promotions (PR:106) (M/E)
Develop a sales promotion plan (PR:094) (M/E)

 

Topic

Management of Promotion

Performance Indicators

 Explain the nature of a promotional plan (PR:073) (SP)

Coordinate activities in the promotional mix (PR:076) (SP)
Use past advertisements to aid in promotional planning (PR:075) (M/E)
Prepare promotional budget (PR:098) (M/E)

Manage promotional allowances (PR:071) (M/E)

Explain the use of advertising agencies (PR:081) (M/E)

Develop an advertising campaign (PR:079) (M/E)

Develop promotional plan for a business (PR:097) (M/E)

 

SELLING

Topic

Nature and Scope

Performance
Indicators

 Explain the nature and scope of the selling function (SE:017, SE LAP 117) (CS)
Explain the role of customer service as a component of selling relationships (SE:076) (CS)

Explain key factors in building a clientele (SE:828, SE LAP 115) (SP)

Explain company selling policies (SE:932, SE LAP 121) (CS)
Explain business ethics in selling (SE:106) (SP)
Describe the use of technology in the selling function (SE:107) (SP)
Describe the nature of selling regulations (SE:108) (SP)

 

Topic

Product Knowledge

Performance
Indicators

 Acquire product information for use in selling (SE:062) (CS)

Analyze product information to identify product features and benefits (SE:109) (SP)

 

Topic

Process and Techniques

Performance
Indicators

 Explain the selling process (SE:048, SE LAP 126) (CS)

Prepare for the sales presentation (SE:067) (SP)

Establish relationship with client/customer (SE:110, SE LAP 101) (CS)

Address needs of individual personalities (SE:810, SE LAP 112) (SP)

Determine customer/client needs (SE:111, SE LAP 114) (CS)

Identify customer's buying motives for use in selling (SE:883, SE LAPs 102,109) (SP)
Facilitate customer buying decisions (SE:811, SE LAP 108) (SP)
Differentiate between consumer and organizational buying behavior (SE:112) (SP)
Assess customer/client needs (SE:113, SE LAP 120) (SP)

Recommend specific product (SE:114, SE LAP 111) (CS)

Demonstrate product (SE:893, SE LAP 103) (SP)
Prescribe solution to customer needs (SE:115, SE LAP 113) (SP)

Convert customer/client objections into selling points (SE:874, SE LAP 100)(SP)

Close the sale (SE:895, SE LAP 107) (SP)
Demonstrate suggestion selling (SE:875, SE LAP 110) (SP)

Sell good/service/idea to individuals (SE:046) (SP)
Sell good/service/idea to groups (SE:073) (SP)
Plan follow-up strategies for use in selling (SE:057, SE LAP 119) (SP)

 

Topic

Support Activities

Performance
Indicators

 Calculate miscellaneous charges (SE:116) (CS)
Process sales documentation (SE:117) (SP)
Prospect for customers (SE:001, SE LAP 116) (SP)

Write sales letters (SE:118) (SP)

Create a presentation software package to support sales presentation (SE:119) (SP)

 

Topic

Management of Selling Activities

Performance
Indicators

 Plan strategies for meeting sales quotas (SE:864, SE LAP 118) (SP)
Analyze sales reports (SE:056) (SU)
Explain the nature of sales management (SE:079) (SU)
Explain the nature of sales training (SE:055, SE LAP 123) (SU)
Analyze technology for use in the sales function (SE:120) (M/E)